The elegant bird sword strikes the front and tries to enter the “life era”

Not long ago, the latest advertisement of the elegant bird "Love is a sport" was immediately sought after by the majority of netizens after the CCTV's first five episodes. The internet quickly appeared hot posts, such as "shopping is also a kind of exercise" and "cooking is also a "Sporting is also a kind of sport".... A wave of “×× is also a kind of movement” is on the Internet.

With the help of the Internet boom, the concept of "moving in motion everywhere in life" advocated by noble birds has also won the largest scope of recognition. This has to be reminiscent of the phenomenon that many sports brands in Jinjiang have "lived". , Jinjiang sports industry is entering the "life era."

Jinjiang Sports Brand Plays "Life" Brand

In the latest advertisement of the elegant bird, the male and female characters met each other on the bus. After seeing the “unstoppable” slogans on the road, the boy immediately took the courage to decide to launch a love-seeking offense and jumped off the bus in the shortest possible time. After a series of activities, such as picking flowers, hurdles, and getting on the train, a girl is adorned with a flower and ends with a slogan: Love is also a sport.

Zhang Yongming, Brand Director of Guiren Bird (China) Co., Ltd., stated that "Since the global sports industry is advancing toward life, the voice of the national fitness boom corresponding to professional sports competition is also higher in the country than in waves. As a sports brand and as a brand, it should be adjusted in accordance with changes in the direction of the sport and complement each other."

Industry analysts believe that the idea of ​​"love is also a sport" advocates sports. Unlike previous sports such as sports and physical fitness, it advocates ubiquitous movements distributed in life, like "chasing love." "Sports are everywhere, like "shopping," "maintenance," "walking," "walking the dog," or even "cooking," are all sports.

Coincidentally, in August of this year, the Sanshu Group's PLAYBOY sports series held a spring/summer launch conference for the 2010 “Towards Excellence”. At the conference, the spring and summer new products of the PLAYBOY sports series will be based on life-oriented sports. It aims to convey a lifestyle of sports and leisure to brand consumers, instead of emphasizing the style of pure sports.

Chen Shuhuan, CEO of PLAYBOY (China Sports Marketing) Center, believes that the sporting goods market has been flooded with a large number of homogenized products. In order to get out of homogeneity, the overall design product style of PLAYBOY will be seven-point leisure. The triathlon is a bright spot, and this move is also a movement of life.

However, in the course of this sport's fashion life, the success of Xtep has shown exemplary effects to many Jinjiang companies. In the past two years, local brands such as Anta and 361° have become more professional. The proportion of fashion life series products, sports lifestyle, and the characteristics of lifestyle are becoming more and more clear. This move also allows more latecomers to follow suit.

The "life" market is getting bigger

With the influence of the Olympic Games and the acceleration of the pace of life, people’s potential demands for sports and physical health are also growing. This requires people to care for and care for life on the basis of health, and advocate positive and progressive attitudes towards life. Therefore, the national sport and national fitness have gradually become a lifestyle and a popular pursuit.

“In the 1980s, people thought that sports were the patents of professional athletes; in the 90s, people began to participate in various sports programs; in the 21st century, the movement began to enter the lives of ordinary people and become a fashion; today, sports have More and more, it has become a way of life,” said Pan Chengbin of Puti Advertising Co., Ltd., “The pursuit of love is also a sport” by noble birds is just a wise move that is made under the general trend of sports life.

Nowadays, it has become more and more accepted by people to promote the daily movement of traditional professional sports, such as “there is no reason for sports and no need for sports”. Sports, such as elegant sports, outdoor sports, rural leisure activities, slow sports and even street sports, have gradually become new hot topics.

In addition, the scarcity of resources for high-end sports events has become an indisputable fact. This, to a certain extent, has also helped push Jinjiang sports brands to life.

“As we all know, professional sports brands often require a variety of specialized sports events resources or stars to build a professional image of the brand. In recent years, the international big names NIKE, ADIDAS and domestic Li Ning, Anta and other competition for sports resources have tended to Intensified spending has made even the growing number of sporting goods brands untouchable.” Wang Dianming, project manager of Shanghai Taidong Culture Communication Co., Ltd. believes that this also makes it necessary for sporting goods brands that want to survive to develop new ways. Is another blue ocean, sports life has undoubtedly become another new way to break through the brand transformation.

Wang Dianming, for example, said that if China has a market of 100 million yuan in professional sports brands, in the middle of the next five years, China will inevitably have a potential market of 560 million live sports. So who will become the new banner in this field, who will seize this huge market opportunity? The future of imagination is exciting!